NETWORK EFFICIENCY ANALYSIS OF DIGITAL MARKETING PROJECTS: AN INPUT-ORIENTED DEA/NDEA APPLICATION

This article evaluates the relative efficiency of 28 projects of a digital marketing company through Data Envelopment Analysis (DEA) and Networked DEA (NDEA), with input orientation. The model considers three inputs — media investment, hours worked, and staff —, three intermediate variables — project months, ads aired, and overdeliveries — and two outputs — customer revenue and satisfaction index. The comparison between the DEA-CCR model and the NDEA shows that the network approach is more discriminating and adherent to the real process, as it separates operational efficiency from strategic efficiency. The results indicate a global average of 52.73% in the NDEA, only one efficient unit globally and greater fragility in the second stage, associated with the conversion of intermediate deliveries into revenue and satisfaction. The study contributes to the use of AED models in digital marketing and to the benchmarking of services.